CPL: Cost per Lead

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What does CPL mean? CPL stands for cost per lead and describes the costs that a company incurs in marketing to acquire a qualified contact or prospective customer. Where is CPL used? CPL is typically used in online marketing when campaigns with a focus on lead generation (e.g. newsletter registrations, contact inquiries, test registrations) are running. What is a good CPL? A good CPL depends heavily on the industry, the product and the customer value. In many areas, it ranges between €10 and €50, but can be higher in specialized markets.

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CPL simply explained

Formula: How do you calculate the cost per lead?

  • CPL = advertising costs / leads

Example CPL

To calculate the costs per lead, you need to divide the total advertising expenditure by the number of leads generated. This will tell you what a single lead costs on average.

How to calculate the CPL

This is how you can calculate the cost per lead (CPL):

  • Advertising costs: € 1,000
  • Generated leads: 50
  • Formula: CPL = advertising costs / leads
  • Calculation: 1,000 € / 50 = 20 €
  • Result: The cost per lead is €20

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